October 19, 2021
By Audrey John
The Ministry Tourism and Cultural Affairs and the National Tourism Board (NTB) with support from the World Bank Sierra Leone Economic Diversification Project have held a validation workshop for the first ever National Marketing and Branding Strategy at Country Lodge Hotel, Hill Station in Freetown.
This destination marketing and branding strategy and action plan was formulated under the direction of the Ministry of Tourism and Cultural Affairs and the National Tourist Board. It will guide the marketing of tourism for the next ten years and includes a 5-year action plan with corresponding activities, tactics, targets and budgets. Journey and Acorn Consultancies in the UK were recruited to develop the Marketing and Branding Strategy which was formulated through extensive research, field work and stakeholder consultations.
In his opening address, the Permanent Secretary of the Ministry, Andrew L. Sorie said Sierra Leone has all the natural endowments and all what was needed was a structured way to showcase our environment and benefit from it, hence Journey and Acorn were consulted to do our marketing strategy in order to lure more people to Sierra Leone.
In her statements, the General Manager of the National Tourist Board, Fatmata Hamid Carew intimated that the workshop aimed at producing Sierra Leone’s first ever destination marketing branding strategy with a 5-year action plan for the marketing of tourism and culture of Sierra Leone. She explained that the strategy is coming at the when the sector is challenged globally due to Covid-19 pandemic, but however noted that the policy and legal framework must be addressed for the destination to be competitive.
The Task Team Leader for the World Bank Sierra Leone Economic Diversification Project, Moses K. Kibirige commended the Ministry and the Board for their partnership in the said project. He said the pandemic has affected the tourism industry globally and that is was the best time for Sierra Leone to have its marketing and branding strategy to compete with the rest of the world. He stated the strategy is very important for Sierra Leone to reposition its image to the international community of nations.
In his presentation, the Lead Consultant, Mike Fabricius said they were very privileged and excited to work for the country and that they have had wonderful experiences during their nationwide consultations. He commended the sense of openness and receptiveness of the people of Sierra Leone.
He explained what the project was all about and what has been developed from a rebranding and marketing strategy perspective. He said they were in Sierra Leone for three weeks where they had regional workshops and the inputs generated were factored in the marketing strategy. He presented the brand logo of the destinations with the caption “explore freedom”.
In her keynote address, the Minister of Tourism and Cultural Affairs, Dr. Memunatu Pratt thanked the World Bank for making this particular aspect of the economic diversification a success noting that it was the beginning of Sierra Leone long decade of tourism transformation. She told the gathering that the journey started with Journey and Acorn Consultancies and they are now in the end of the journey.
Minister Pratt maintained that this was the most excellent public consultation she had witnessed on tourism where people have been frank, objective and highly inclusive which she said set the pace for tourism to thrive. She said what the consultants have done complements what the entire Ministry and the board have been doing while added a proper international outlook and also bringing digital marketing to the forefront of tourism.
The strategy presented by the consultants was adopted by all the stakeholders. Group presentations from the media and civil society, legislation and policy, hospitality, public sector associations and nature tourism climaxed the occasion.